The latest version of Samsung's smartphone browser will allow users to block ads on web pages.
"Starting from 4.0, Samsung Internet for Android allows 3rd party apps to provide filters for content blocking. You can let users browse the web without unnecessary content cluttering their screens," Samsung's developer notes explain.
Samsung Internet for Android is the default browser on Samsung Galaxy smartphones, although many users will also use other browsers, such as Chrome.
Ad blocking apps have already become available following the update: Adblock Plus is available for Samsung users running Marshmallow and will be available to download for Android Lollipop following an update next month. Crystal will also be available on Samsung Android devices running the latest Samsung Internet Browser included in the Marshmallow update.
Apple added the ability for iPhone users to use ad blockers with iOS 9 though the technology remains divisive: some argue that it speeds up the mobile browsing experience while others contend that it stops publishers from making money from their content.